This unit applies to individuals working in senior public relations roles who are primarily responsible for the development, implementation and evaluation of a complex public relations plan. The complexity of the campaign may be in terms of its size or duration, or the circumstances surrounding the campaign.

This unit is related to BSBPUB402A Develop public relations campaigns, which relates to entry level or junior public relations roles, for example to individuals working on less complex campaigns in team leader roles.

ELEMENT

PERFORMANCE CRITERIA

1. Interpret a complex public relations campaign brief

1.1. Identify the primary objective of a complex public relations campaign brief

1.2. Identify the campaign's messages, strategies, roles and responsibilities, resource requirements including budget and timing and evaluation measures

1.3. Identify legal and ethical constraints in relation to the brief

2. Identify and evaluate options for a complex public relations campaign

2.1. Analyse information about the target public and their attributes, and the public relations environment

2.2. Identify and evaluate a range of options for message concepts using appropriate methods

2.3. Identify, access and select media vehicles appropriate to target the required public and the objectives of the campaign

2.4. Ensure selected media vehicles enable reach and frequency requirements to be met within budget

2.5. Consult media directories to ensure that enlisted journalists and any other personnel are the most appropriate for the campaign

2.6. Ensure selected media vehicles meet media operational requirements

2.7. Ensure selected media vehicles meet legal and ethical requirements

2.8. Identify requirements for external suppliers and engage or contract these resources where required

3. Prepare public relations campaign plans

3.1. Scope, plan and document a complex public relations campaign and its approach to suit the requirements of the client

3.2. Seek quotations from suppliers for materials and evaluate against budgetary requirements or constraints

3.3. Determine and agree upon budget

3.4. Determine and agree upon timing and schedules

3.5. Identify potential sources of risk and develop and document appropriate control mechanisms

3.6. Produce plans on time

3.7. Finalise plan and ensure it complies with organisational, client, professional and legal requirements

4. Implement public relations campaign plans

4.1. Implement and regularly monitor public relations plan

4.2. Identify, agree upon and implement any changes to the plan

4.3. Complete planning and implementation activities on time

Required skills

culturally appropriate communication and negotiation skills to relate to people from diverse backgrounds and people with diverse abilities, to liaise effectively with team members and consult with external suppliers

literacy skills to write a range of documents containing complex ideas in a readable, persuasive and engaging style appropriate to suit a range of audiences

organisational, project management and time management skills to ensure publications are ready and distributed on time

research and evaluation skills to obtain, analyse and synthesise information, segment and profile target audiences of public relations communications

technology skills to use a range of office equipment and software applications.

Required knowledge

overview knowledge of key provisions of relevant legislation from all levels of government, codes of practice and national standards that affect business operations such as:

anti-discrimination legislation and principles of equal opportunity, equity and diversity

copyright

defamation and libel laws

ethical principles such as those outlined in the Public Relations Institute of Australia CodeofEthics and the Australian Journalists Association CodeofEthics

marketing codes of practice and conduct such as the Australian Direct Marketing Association Limited (ADMA) Direct Marketing Code of Practice

privacy laws

sweepstakes regulations

TradePracticesAct1974 (Cth)

organisational policies, procedures, products, services and structure

principles and practices in relation to the media and the public relations and printing industries

teamwork and project management skills to effectively develop and manage a complex public relations project.

The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

developing and effectively managing a complex public relations campaign, including:

preparing campaign plan containing objectives of the campaign, a risk assessment, strategies, scheduling, budgetary and resource requirements

engaging external suppliers where appropriate

evaluating the success of campaign.

Context of and specific resources for assessment

Assessment must ensure:

access to an actual workplace or simulated environment

access to office equipment and resources

examples of previous public relations communication documents.

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

assessment of written reports on complex public relations campaign activities

assessment of examples of publications developed

demonstration of how the techniques used to manage a team and external suppliers

direct questioning with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate

observation of presentations prior to, during and after campaign completion

oral or written questioning

review of authenticated documents from the workplace or training environment

review of testimony from team members, colleagues, supervisors or managers.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

BSBADV511A Evaluate and recommend advertising media options

BSBPUB501A Manage the public relations publication process

BSBPUB503A Manage fundraising and sponsorship activities

marketing and advertising units

other public relations units.

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

A complex public relations campaign includes complexity in terms of its scope, scheduling, budgetary or resource requirements, for example in relation to:

anniversaries of opening

centenary events

graduation ceremonies

improving organisational image

milestone customer numbers

opening ceremonies

organisational communication activities

product launches

season launches

Legal and ethical constraints may include:

codes of practice

cultural expectations and influences

ethical principles

relevant legislation

policies and guidelines

regulations

social responsibilities such as:

protection of children

environmental issues

societal expectations

Information about target public may include:

attitudes

demographic variables

lifestyle

psycho graphical variables

social and cultural factors

values

Appropriate methods may include:

focus groups

interviews

questionnaires

reports

Media vehicles may include:

advertising

brochures

direct mail

direct marketing

leaflets

newsletters

press releases

reports

trade shows

video clips

Media directories may include:

in-house designed media directory

commercial media lists such as:

Margaret Gee's Australian Media Guide

Directory of Australian Associations

Marketing Navigator

Media operational requirements may include:

journalist contact details

media deadlines

media personnel and their rounds

printing industry requirements

story lead times

Unit sector

Business Development - Public Relations

This unit contains employability skills.